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Gruen (2008) Season 18 Episode 2
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00:19We love to celebrate innovation and American supermodel Tyra Banks has gifted us Australia's
00:26next top product.
00:56I'm talking about hot ice cream innovation that took me over a year to get right over
01:04a year.
01:05Did you try 30 seconds in the microwave?
01:09So this is like an ice cream.
01:10You can eat ice cream that you can drink drink, right?
01:14Who has the time to eat ice cream anymore?
01:16This is smart.
01:17It's like a latte.
01:18And no, I'm not talking about a latte.
01:21It's not a latte.
01:22We're so in sync.
01:24We're obviously talking about a hot chocolate that has flavors.
01:27I'm not talking about hot chocolate that has flavors.
01:31Neither am I.
01:32That's what I'm saying.
01:33It's just ice cream.
01:35Hot ice cream.
01:37Yes.
01:38Hot ice cream.
01:40So true.
01:40T, it's hot like you in a swimsuit in the 90s.
01:44And no, I'm not talking about me in a swimsuit in the 90s.
01:47Although, damn, I was hot.
01:48Oh my God.
01:49We're practically twins.
01:50Look.
01:53Okay, it's a drinkable ice cream, so it's a milkshake.
01:56So it is a drinkable ice cream.
01:59Oh, I love that.
01:59But it's not a milkshake.
02:01Ah!
02:02Okay, fine.
02:03You describe it.
02:04It is a brown butter chocolate chip cookie ice cream that's hot.
02:11Look, let's just call it ice cream.
02:13Hot ice cream.
02:15Yeah, hot ice cream.
02:16It's hot ice cream.
02:17Happy?
02:18Happy?
02:18Everyone's happy.
02:19Except the people who are never happy.
02:21They're ABC.
02:22But this?
02:24This isn't frozen.
02:25So can they call it ice cream?
02:27Uh, yeah.
02:29Don't come for it, Casey.
02:30Tyra can call it ice cream.
02:32She did it like 10 times.
02:34Except she can't call it ice cream anymore because the treat Nazis at the ABC reported Tyra to the New
02:39South Wales Food Authority,
02:41which forced her to change the name to Hot Smize Cream.
02:46That's worse.
02:49Well, I have my own innovation.
02:52I call it cold, hot ice cream.
02:58Actually, that's too cold.
03:00You know what would be better?
03:02Hot ice cream.
03:04Yes, Tyra.
03:05Time to welcome our panel.
03:07Todd Stamson, Liana Rossi, Renato Unulis and Russell Halcroft.
03:20When I think of who can handle my delicate package, only two names come to mind. Amazon and your mum.
03:31Well, now they're working together.
03:34I love having my mum stay, but it can cost a lot.
03:37So I'm just going to spend less on her.
03:39Amazon has low prices on everything I need.
03:41Like nice wine glasses.
03:42So she can't say, why don't you have nice wine glasses?
03:45Why don't you have nice wine glasses?
03:46We do.
03:47And iron.
03:48So she thinks I iron.
03:51And fancy hand soap that smells like flowers and stuff.
03:54Gardenia.
03:55Okay.
03:57Thanks.
03:58So spend less on your mum.
03:59With Amazon.
04:00I heard that.
04:03Wow.
04:04What a warm ad for the world's most evil company.
04:08Explains why this shot is so ominous.
04:15Most Mother's Day ads feature gifts for mum.
04:19In this ad, you buy yourself wine glasses because your mum drives you to drink.
04:24Bold to have wine glasses delivered when usually Amazon deliveries look like this.
04:37My glasses are right.
04:42Liana, how's this delivery?
04:45If Amazon, after 10 years in the market, decides that they want to have a face, I think this
04:49is probably the face to have.
04:51And Steph is really wonderful talent, especially considering a lot of the press that the founder
04:56continues to get, it makes sense for them to want to put a face to the name.
05:01And they've done that in all of the spots in the campaign.
05:04I think, again, having the repetition of Steph, her comedy, and applying it to different
05:08scenarios works pretty well.
05:10The spend less line wouldn't work if she was in a mansion.
05:16It wouldn't work if she was in a tiny apartment.
05:19It wouldn't work in a lot of scenarios.
05:21So executionally, it's interesting that they've tried, as many advertisers do, to find what
05:25the average Australian home might look like.
05:28And I think that kind of millennial green kitchen seems to be one that a lot of the
05:32brands come back to.
05:33I think, in terms of alleviating the little treat culture and making us feel less guilt
05:40about not wanting to buy obligatory crap while still buying crap, you know, it's a way to position it.
05:47It's amazing though, isn't it, Will?
05:49Spend less.
05:50It's a proposition that's going to work for them.
05:52It's going to work brilliantly for them.
05:54And it's going to work brilliantly because of the state of our economy.
05:56I mean, it is an arrow straight into the heart of where Australia is right now.
06:01You know, both sides of government, both sides of the aisle, have actually created a situation
06:06where our country, get this, in the OECD, our standard of living is dropping faster than anyone else.
06:12It's just crazy town.
06:14And as a result of that, Amazon, being as clever as they are, can have a proposition which you
06:18put on television, beautifully written, wonderfully acted, but ultimately it's about spend less.
06:22So it's going to work because everyone needs to spend less because of the state of our economy.
06:27I don't think this ad is so much about saving money.
06:29I think it's about making spending seem like saving.
06:34Because they don't have to change reality if they can change perception.
06:38So Amazon is not trying to win the first transaction.
06:41They're trying to win the first visit because they know that if you join and get into their
06:47ecosystem, they don't have to be the cheapest.
06:50They just have to be thereabouts and you will continue to spend more.
06:54I mean, they know that once you're in, the less comparing you will actually do.
06:59Oh, geez.
06:59It's perfectly pitched, Todd.
07:01It's perfectly pitched.
07:02The casting, the set, the product that they're purchasing as well.
07:06It is because ultimately you're right.
07:09You still want to consume.
07:10You still do want to consume.
07:11And you actually still do want to look after your mum.
07:13You still want to have a good time with your mum.
07:15They're just offering the opportunity to, you know, do it with a bit of style but spending less.
07:19Yeah, I think they've done a really good job in using that talent authentically to humanise
07:24this very big box American Jeff Bezos perception that we all have in Australia.
07:30She's actually been part of that creative process with the agency and she's done a lot of that
07:36writing and ad-libbing on set, which I think does really carry through.
07:40She's quite magnetic when you're watching her, you're rooting for her, you're smiling.
07:44Yes.
07:45It's these really beautiful anecdotal moments and I think comedy is really important to
07:49Australians and I think when you can get talent to feed in and it is a different skill set,
07:55she's a stand-up comedian and pairing that with the copywriters and helping that, it's
07:59all the more better for it.
08:00And yes, I hear you on, maybe it's not the right brand that we would all like to be doing
08:04this, but they've done a lot of due diligence in doing the best polishing of a turd.
08:09Yeah, I don't mind if they're doing it, they're exploiting the situation.
08:13They're in the business of giving us all, the consumer, the opportunity to spend less.
08:17They're exploiting that situation.
08:18I know, but the line is deceptive, right?
08:20Because they're not actually asking us to spend less, they're actually asking us to
08:23spend more and arguably a lot more.
08:27So, I mean, I think she is a great choice as a front person.
08:32The question of why she would do that may be money.
08:35Hopefully heaps.
08:35Yeah.
08:36But I would guess money.
08:38Yeah.
08:39Just a real passion for Amazon.
08:42I saw Jeff Bezos fire that giant penis into space and thought, I'm behind this one.
08:49The only thing that's got me a little bit confused, maybe.
08:51OK, here we go.
08:53Well, it's a very small thing.
08:55Yeah.
08:55But she brings over a pot that's a Le Creuset, doesn't she?
08:59No.
08:59It's a knock-off.
09:00It's a knock-off.
09:01That's what I was wondering.
09:02Is it a knock-off?
09:03You know that.
09:03Yeah.
09:04Why did you judge me as a person who wouldn't have a nice Dutch oven?
09:10You can make bread in those things.
09:11Did you just say Dutch oven?
09:13Yeah.
09:14Yeah.
09:14My suspicion was that it is a knock-off, but it was sort of quite an interesting choice.
09:20Well, it would have been if it had happened.
09:22But it didn't happen.
09:23You just imagined a thing that didn't happen.
09:25I thought that would be interesting if they did that.
09:28That's not the show, Russell.
09:31You've got to talk about the ads we're actually showing.
09:34You can't just sit on the end and imagine different versions of the ads and go,
09:38like, how about when Hugh Jackman was in it?
09:41He wasn't in it.
09:42Where have you been?
09:43Why did he have his shirt off?
09:45He was holding a pot.
09:46Russell!
09:48That's you, man.
09:49That's not us.
09:50Remember 9-11?
09:54It changed the world.
09:56Well, now changes are coming to 7-11.
09:587-11.
10:00Japan's icons now local at 7-11.
10:03Like crispy onigou, fluffy egg salad rolls, succulent sushi, and juicy gyoza.
10:117-11.
10:13Aw, I love those cute cartoon mascots.
10:17I hope they make ones for what people really buy at 7-11.
10:20Cigarettes, caffeine, and condoms.
10:237-11 is also joining the Lububu Revolulu with Contini blind boxes.
10:32Oh, my God.
10:33I got the gyoza.
10:35What kind of person would want that?
10:38We would.
10:39Time to see what's in here.
10:42Oh, oh, what is this?
10:44Hot ice cream.
10:48I'll drink it later, Todd.
10:49Will this work?
10:51Well, firstly, it's important to note that 7-11 is a Japanese company.
10:55It was bought by a Japanese giant, and it's incredibly successful in Japan.
11:00And so this is a classic borrowed equity strategy.
11:03They're going, they own it.
11:04They're going to see if we can bring this in.
11:05In Japan, it's very different, though.
11:07In Japan, it's fresh food.
11:08It's high frequency.
11:10It's daily purchase.
11:12It has a kind of community about it.
11:14But it's very different in Australia.
11:17So in Japan, those fluffy egg rolls are legendary.
11:21In Australia, it's more like petrol with a Slurpee.
11:23So for them to think that they're going to change that,
11:26they're going to have to change perception.
11:27And to do that, that's going to require a lot of money.
11:31Is it possible? Yes.
11:32Is it likely? No.
11:34Well, they're pushing on an open door, though, aren't they?
11:36Because of just the sheer weight of Australians that have gone to Japan.
11:38It's just incredible.
11:40Now, the only number I know is that Japan got to 10 million visitors faster
11:44last year than any other time in the history of, you know,
11:47Japanese tourism.
11:47So a big percentage of those were Australians.
11:50And so, over time, they will, I think, change the perception
11:52of what 7-11 is.
11:54I think they will be able to do that.
11:56Especially if they keep that voiceover.
11:57I love the voiceover artist so much in that commercial.
12:00It just reminds us that getting the casting of the voice is right.
12:03It's one of those things that, you know, we all know that music matters.
12:06You know, music is often half the idea.
12:09I think in that particular commercial, the voiceover,
12:12the voiceover just cuts through.
12:13I can't really remember it. Can you do the voiceover?
12:15No, I can't.
12:15Well, it's a...
12:17It's a...
12:17It's a...
12:18That was a trap.
12:21It is a raspy female voice, which I find very, um...
12:27Um...
12:31Attractive.
12:31Oh.
12:32Yeah.
12:33I'm attracted...
12:34You can't do that at 7-11.
12:36I'm attracted to the voice,
12:37and therefore I'm attracted to the advertising.
12:39The other thing that happened to me the other day, of course,
12:41this range, this range is on the side of, uh, of trams.
12:46Yeah, okay.
12:47I mean, if advertising works, goodness me,
12:48I saw it on the side of a tram, I went straight into a 7-11.
12:53Wow, that is sad.
12:56Did you really?
12:57Yeah.
12:58No, I'm serious.
12:59Russell's level of expertise he's bringing to the show now
13:01is an ad worked on me.
13:09I think it's, um, really smart of 7-11
13:12because they currently occupy a very narrow,
13:16mental, rational place in people's minds in Australia,
13:19as Todd mentioned.
13:20And in Japan,
13:21it's this really aspirational thing that we're seeing
13:25on our TikTok feeds,
13:26and TikTok is really good at making mundane activities
13:29pop and trend and feel really trendy.
13:33It used to be this very rational need state
13:35to go to a 7-11, petrol, late-night snacks,
13:38Ciggies, whatever it might be.
13:39And now they're trying to push into that desire state
13:42and that emotional affinity that you could have to the brand.
13:44And if you have that even tiny little moment of levity
13:47or joy opening a blind box, you know,
13:50you're going to start having a little bit more
13:52of an emotional connection to 7-11.
13:53You might, you know, go there as a preference next time.
13:56It's a grouse brand though, isn't it?
13:58I mean, it is...
13:59Which?
14:007-11, the 7-11 brand.
14:01Like, in what way?
14:03Well, the whole...
14:04Did you mispronounce grouse?
14:07It's a grouse brand.
14:10I think a really interesting context is that 7-11 hit us
14:15at the peak of our Americana hysteria
14:18where everything in the 2000s was so American coded.
14:20If you grew up in Wollongong like me,
14:22you wanted to take people to the airport
14:23so you could get Krispy Kremes on the way home,
14:25they took them in.
14:26What happened in that time is that every other convenience store,
14:29every other burger chain, people started to really adopt
14:32and hammer that American culture, and now we've moved on.
14:35Coupled with the fact that we are travelling so frequently to Japan,
14:38I think it is now outpaced Bali,
14:41in where Australians holiday.
14:42And I remember the first time I went,
14:44I came home and told my parents that I ate sushi
14:46from a convenience store, and they were like,
14:48what?
14:48What?
14:49And I said, everyone does.
14:50But I think that's a really good point,
14:52and that's why I think they will struggle,
14:53because what is the heart and essence of 7-11?
14:57And it had that Americana thing.
14:58It kind of feels like what happened with Starbucks here.
15:00It comes in, it's American, it works for a little bit of time,
15:03then it's sort of gone.
15:03It doesn't really take off.
15:05I worry that 7-11 is sort of scrambling around
15:07to find its centre, its identity.
15:09And I'm not certain that centre is Japan.
15:12I worry about that too.
15:13I'm glad you're worried.
15:21Once upon a time, your mother unzipped herself
15:24like a leather handbag for you,
15:25so the least you could do is buy one in return.
15:28And Chanel has just the bag.
15:37Come, come, come into my world.
15:42Could you lift me up?
15:46Oh, I am born of love.
15:51You see, these arms have been made for 11,
15:55And this heart that will be for two,
15:59And these hands have been made to touch and feel you.
16:09For real love.
16:17If that clip looked familiar, you're right.
16:21That is an exact recreation of the dream I have every night.
16:26Chanel is currently packed with more Australians
16:29than a Balinese prison.
16:31Jacob Elordi fronts one campaign.
16:33Chanel found Nemo and they even got...
16:37What's her name?
16:38What's my name?
16:40Nicole Kit.
16:45Hi, Nicole.
16:47Chanel is so keen on winning over Aussies
16:50that I've got a surprise for our studio audience.
16:53Check under your seats.
16:55That's right, we got you a nice empty space
16:58where one day you could put a Chanel bag.
17:04Renata, why did Chanel come into our world?
17:07Yeah, so Chanel is actually trading
17:09on collective cultural memory here.
17:12So they're borrowing from that visual language
17:14of the Kylie video in a really smart and tactical way.
17:17There's a timelessness that's imbued in that
17:20and I think that's a real luxury code
17:23that they're pulling through into the modern era.
17:25The remix is obviously adding Margot's Hollywood power
17:29into the mix.
17:30She's got real cultural cachet right now
17:32so it's automatically even more aspirational.
17:35But then there's an element of participation.
17:36So if you recognise that reference,
17:39you feel in on it and you feel culturally fluent
17:42and there's a wink to the culturally discerning there.
17:45It's also interesting the product itself
17:47that they're marketing as well.
17:49So traditionally and historically,
17:51Chanel bags had a really boxy kind of rigid design, right?
17:55And they were used for much more formal occasions,
17:58nightwear essentially.
18:00This bag is a lot softer, it's a bit bigger,
18:03it's used from day to night across all these different occasions.
18:06So it has a much more justifiable cost per wear.
18:09So it's kind of nodding to the casualisation
18:11of fashion these days.
18:13What's interesting is the Australian effect.
18:15There is a really laid-back and authentic sensibility
18:19to Australians on the world stage right now
18:22and they're kind of each having either a renaissance
18:24or their own moment in the sun.
18:27And Australians travel really well overseas.
18:30We're kind of like Switzerland.
18:32So we're really, yeah, a safe bet for the rest of the world.
18:35Margot's really ticking millennial boxes
18:37and then Kylie and Nicole are really ticking
18:40that older icon credibility space
18:42and then Jacob is kind of just a Gen Z magnet.
18:46This piece of content is made to be shared
18:48and so it's going everywhere online
18:50and they haven't spent a cent.
18:51It's getting picked up on morning shows
18:53and they haven't spent a cent on necessarily
18:55on mainstream advertising, particularly on television.
18:57And it's easy to forget,
18:58these fashion brands spend up to 30% to 40%
19:01of their revenue on marketing
19:03because they want to drive desire.
19:05Not explaining the products, driving desire.
19:07And celebrities play a major role.
19:08And people look at that and they go,
19:10oh, that must be so expensive to get a celebrity.
19:12It's much cheaper than constantly changing your product.
19:14So really good luxury brands know,
19:16keep your brand timeless, refresh the faces.
19:19And this is a really smart refresh on behalf of Chanel
19:23because they don't have to change everything.
19:25They get it.
19:26And I mean, you can't go wrong with Margot Robbie.
19:29What I think is interesting is that we at the end of the world
19:31think about us being Australian all the time.
19:33I don't know the audiences around the world look at that
19:35and go, hey, there's two Australians in it.
19:37I think a lot of people that saw Barbie around the world
19:39wouldn't know that Margot Robbie came from Australia,
19:42especially being Hollywood based.
19:43What I think it's doing is playing with nostalgia and culture
19:48in a way that we see everywhere.
19:50They understand earned social.
19:52They understand who the key opinion leaders are
19:53and how to get it to their audience
19:55because ultimately the person that is buying an $11,000
19:57over-the-shoulder handbag is not doing it
20:00because they watched TV or saw it on Instagram.
20:02With everything Australian becoming high fashion,
20:05we thought we'd take a tip from Tyra
20:06and make another Aussie icon hot.
20:08She's sleek.
20:10She is exquisite.
20:12She is shiny.
20:14She is, how do you say, un sac.
20:18Look, she is the perfect baguette pillow.
20:21She loves to spin.
20:24You can train straight from her nipple.
20:28Goon to Chanel.
20:29Get on the piss.
20:38This week, we asked our agencies to inflate our love of inflation
20:42and make us proud to pay more.
20:44Here's the first pitch.
20:45Inflation feels incredibly personal to all Australians right now.
20:49It's hitting everyone in the wallet and the gut.
20:51So we wanted to connect with that feeling
20:53but flip it into something unexpectedly positive.
20:56Inflation actually gives back.
20:59This is Tom.
21:00He was injured in a car crash.
21:05Beth will take six years to pay off her student debt.
21:12James has struggled with isolation.
21:19And Jane's partner passed away unexpectedly.
21:26Do you know what makes this support possible?
21:30Inflation might feel like money leaving your hands
21:33but through higher company profits
21:35and bigger government revenues,
21:37it's hope reaching someone who needs it.
21:40Inflation isn't a cost.
21:42It's a contribution.
21:43Make it count.
21:44Wow, you've convinced me.
21:46Here's our next pitch.
21:47For this project, we identified the insight
21:49that Australians are actually at their best when challenged.
21:52So we thought to ourselves,
21:53what if we give the country inflation?
21:56Wouldn't we be able to create some incredible things?
21:58In Australia, ingenuity has always come from adversity.
22:03When we had too many flies,
22:05we created hats with corks.
22:07When we had too many floods,
22:09we created houses on stilts.
22:11When we had no chance of beating the Americans,
22:14we created a keel with wings.
22:17It's with great pleasure at Growth Is Good,
22:19we present...
22:20Inflation.
22:21Inflation.
22:22Inflation.
22:23Inflation.
22:23When you can't take the kids out,
22:26encourages creativity.
22:28When all you have is beans,
22:30leads to innovations like beano schnitzel.
22:34Creates cheaper tech
22:35and helps develop fuel alternatives.
22:39Inflation fuels innovation.
22:42A message from Bethesda.
22:43Well, you've convinced me,
22:45but what will our panel think?
22:46Russell, which one did you prefer?
22:47I found it hard to be convinced.
22:49I'm going to go with number two.
22:51More laughs than number two.
22:52OK, Renata, what about you?
22:53I like the reframe in number one better.
22:56Liana, what did you think?
22:57It was number two for me.
22:59OK, Todd, here we go.
23:00What do you reckon?
23:02I'll go with number one.
23:03Number one.
23:03OK, that means it's a tie, right?
23:05It's a tie.
23:05Did I add it up correctly?
23:07OK, here we go.
23:08Look at this.
23:08We've got a trophy that splits in half.
23:10Look at that.
23:11ABC, always about balance.
23:13So, congratulations,
23:15Light and Shade Media and Oblong Creative.
23:16We'll send this to you
23:18when we can afford the postage.
23:26Earlier tonight,
23:27we learned about an exciting food innovation.
23:30Hot ice cream.
23:33Yes, Tyra, ice cream is hot,
23:35but now Zespri has made kiwi fruit cool.
23:52Hey, kiwi fruits,
23:53don't bully our Aussie bananas.
23:55They grew here.
23:56You flew here.
23:59Now, Zespri has gone to full Tyra
24:02and innovated to show us
24:04it's what's on the inside that counts.
24:06Guys, these are everything.
24:09Ruby red kiwi fruit.
24:10Let's a little taste test together.
24:13Oh, my goodness.
24:15Oh, my goodness.
24:16That's the bloodiest kiwi I've seen
24:18since I killed Guy Montgomery.
24:25It was just earlier today.
24:27I shouldn't have said it on the telly.
24:29Rihanna.
24:31Will this make a kiwi fly?
24:34Look, the frankenfruit of it all
24:36made me a little bit afraid,
24:38but when I looked into it,
24:39I learnt that people find kiwi fruit too tart
24:43and this kiwi fruit is sweeter.
24:46So I think maybe it has actually
24:49more of a chance
24:50with the dancing kiwi fruits
24:51getting into your head
24:53and while you sleep
24:54convincing you to buy them
24:55than that kind of content.
24:56This is the kind of product
24:57that I guess once it's in school lunchboxes
25:00and kids start asking for it,
25:01it might take off along with the song,
25:04but I'm not sold.
25:06Isn't it grouse saying
25:07marketing can bend nature?
25:09Right, because I'll...
25:10That's a really good one for marketing.
25:14Oh, my God.
25:16Anyway, I'm your biggest defender,
25:18but that sounded evil.
25:20Well, because, of course,
25:22the supermarkets want new news.
25:24You've got to give us new news
25:25and there's no new news
25:26when it comes to kiwi fruit.
25:27Well, there would be new news
25:28if you made them red
25:29and you made them sweeter.
25:30True.
25:30And so what do the marketers do?
25:32Well, the marketers say,
25:32OK, we can do that
25:33and they engineer it.
25:34They find a way to engineer the fruit
25:36that they think that they can sell,
25:38that they can then advertise.
25:39It's pretty hard to advertise
25:40something which has been around forever
25:42for centuries,
25:42for hip-hop like a kiwi fruit.
25:44So let's re-engineer it
25:45to give us something to promote.
25:47Yeah.
25:47Most advertising doesn't change your mind.
25:49It just nudges the sort of shortcuts
25:51you already have in your head.
25:52And this one is the novelty effect
25:53and it's used a lot.
25:55Like, our brain is attracted
25:56to something that's new.
25:57In fact, you can change the colour
25:59of many things
26:00and from our brain's perspective,
26:01it tricks us into believing
26:02that thing is new.
26:03So I know that this seems
26:06quite superficial that it's red
26:08but what they know
26:09is 30% of the people
26:11that go for this red kiwi
26:12have never tried kiwis before
26:13because it's attracting
26:14this sort of Instagram generation
26:16that don't eat kiwi.
26:17So they're drawn to it
26:18and they try it
26:19and the season of this
26:20is much shorter
26:21so they get to do
26:22like a portfolio strategy.
26:23So you could have the red early
26:25and then you have the gold
26:27and the green kiwis coming later.
26:28And these are high-margin fruits.
26:31Like, they make quite a bit
26:33of money from this.
26:3418 years in,
26:35we've finally heard
26:36the expression
26:36high-margin fruits.
26:40We've done it.
26:41I was a sucker for this.
26:43I love these.
26:45And I...
26:46It's like a very tried
26:48and tested strategy.
26:49You have limited edition flavours
26:50across chips, biscuits, drinks
26:53and that reappraises audiences.
26:55A lot of the time
26:56it reappraises
26:56or it acquires younger audiences
26:59specifically who are more open
27:00to trying new things.
27:02This is interesting
27:03because we had golden kiwis
27:05a few years ago come in
27:06and now we're into
27:07this new red era.
27:09Red is a really powerful colour
27:12in food culture.
27:13So it signifies sweetness,
27:15it signifies indulgence,
27:16it's a treat.
27:18And I'm all a sucker
27:19for little treat culture,
27:21apparently.
27:22So this fully worked on me.
27:24Also, I think it's going to work
27:25maybe a little bit better
27:26for kids.
27:27There's an aversion
27:28to green things,
27:29too healthy, yucky.
27:31That's a really beautiful...
27:32And red is really alluring
27:33to little kids.
27:34So I think also
27:35it might be a tick
27:36with mum and dad.
27:37And as to your point,
27:38I think it's really smart.
27:39You can't just charge more
27:40for commodities for no reason.
27:42You need to give people
27:43a reason why.
27:44And that red,
27:45that differentiation,
27:46that rarity,
27:47that novelty,
27:47it's only around
27:48for a few weeks.
27:49It's a reason to mark it up.
27:51What I don't understand
27:52is that if this is about
27:54bringing people in,
27:55whether it's children
27:56or people who don't like
27:57the flavour profile
27:57or only want to eat
27:58red kiwi fruits,
27:59what happens when it goes?
28:01Because they are so different.
28:03And so how do you bring them
28:04into the big kiwi funnel
28:05or are we just waiting
28:06once a year for them
28:07to pop up and buy more kiwis?
28:09That is what they do.
28:10They get them to go
28:11from red to gold to...
28:13Yellow to green.
28:13Well, fruit is supposed
28:14to be seasonal.
28:17It's the iPhone of kiwis.
28:18It's like I feel like
28:21playing God,
28:22whatever God you...
28:23I don't want it to be red.
28:25I don't like it.
28:27I'm looking for it.
28:28What if I told you
28:29I've spent this entire episode
28:31absolutely bricked
28:32under the desk?
28:37Here, I'll show you.
28:39This is a brick
28:41and here's what it does.
29:07Oh, well, good on you
29:09spending four whole minutes
29:10with your boring baby.
29:14Brick is the hottest new way
29:16to not get important messages.
29:19Brick is in vogue.
29:20Even singer Lord
29:21apparently once claimed
29:22to be bricked for 43 hours.
29:25Big deal.
29:26I know a Lord
29:27that was bricked for three days.
29:29Stay prayed up.
29:31I've come up
29:31with a simpler version of Brick.
29:34Here's how it works.
29:35Yes!
29:37There we go.
29:39There we go.
29:42Oh my God, it didn't break it.
29:43It's so indestructible.
29:45I mean, it actually
29:46did not break it.
29:48That's amazing.
29:49That is actual
29:50product demonstrations.
29:52I've got to say,
29:53this is not an ad
29:53for this product, but...
29:55Yeah.
29:56You've got to get more edge.
29:57More edge.
29:58Yeah, a lot of people
29:59have been writing in
30:00and saying that.
30:02But I reckon that
30:039-11 joke earlier...
30:05Too much edge.
30:06Yeah, too much edge.
30:06Too much edge.
30:08What's going on?
30:09Oh my God, it's amazing.
30:11It's like this isn't
30:12a real brick.
30:16Also works on the baby.
30:18So...
30:21Enough edge for you.
30:25Russell.
30:26Yes.
30:27Can you sell self-control?
30:29It's so strange,
30:30this ad, isn't it?
30:30Because it doesn't
30:31really do enough about...
30:33It's an amazing product.
30:34You don't even
30:34really see the product.
30:35You barely see
30:36what a brick is.
30:37It doesn't actually
30:38even have an end line.
30:40Surely this ad
30:41ought to have an end line.
30:42It doesn't tell us...
30:43Seriously, it's just like...
30:45It's advertising 101.
30:46Like, if you want
30:47to call it brick,
30:48brick's a good name.
30:49Surely there should
30:50be an end line.
30:51I'm going to write it now.
30:51It should be build a better life.
30:53Something like that.
30:54And you do it, you know.
30:55Because you've got
30:56to use your puns
30:57to help people understand
30:58what this thing is.
31:00It just struck me
31:00as such an opportunity miss.
31:02If you're going
31:02to make advertising,
31:03which of course
31:04is a great thing,
31:05well then make sure...
31:06Of course.
31:07We all agree that.
31:08Yeah.
31:08But day by day,
31:09brick by brick,
31:10build a better life,
31:11all that sort of this...
31:12It's such an obvious proposition
31:14that they, I think...
31:15I think for me
31:16it's a mega fail.
31:17The product's clearly great.
31:19Clearly it's on trend.
31:21Clearly it's going
31:22to absolutely continue,
31:23I would imagine,
31:24to ride the wave of
31:24we all need to reduce
31:25our social media
31:26and our notifications.
31:28It's definitely on trend.
31:29It just strikes me
31:30that the ad itself
31:31could have been
31:31a little more powerful.
31:32I mean,
31:33we look at our phones
31:34on average
31:35150 times a day.
31:36So we're looking
31:36at our phones
31:37every 10 minutes,
31:38every day,
31:40week after week,
31:41month after month.
31:42So we're constantly distracted.
31:43So instead of...
31:44So we create a technology
31:45so addictive
31:46that we need technology
31:46to help with the addiction.
31:48So...
31:48And instead of solving
31:50or focused on
31:51the sort of behavior,
31:53their whole thing
31:53is outsourcing it.
31:54Like a bouncer
31:55for your brain
31:55so someone to say,
31:56no, you shouldn't be...
31:58you shouldn't be on your phone.
31:59And the techniques
32:00they use in the ad
32:01are interesting.
32:02So all this kind of reframing.
32:03So it's not loss of control,
32:05it's empowerment.
32:06And they spin guilt to,
32:08you know,
32:08you kind of can be a part of it.
32:10You can control.
32:10You can go back to your family.
32:12When really,
32:12it's the technology
32:13that it uses
32:15that is there
32:16that is causing the problem.
32:17I'm a big proponent
32:19of do not disturb mode.
32:20Like, I do not have self-control.
32:22I'm an adult baby.
32:23Like, I cannot be trusted.
32:25So I think it's really interesting.
32:26It's not the best ad I've ever seen,
32:27but I think it's really interesting
32:29the approach that they've had,
32:30especially in the casting.
32:32They haven't gone
32:33for that evangelising productivity.
32:35They haven't gone
32:36for the masculine person.
32:38They haven't even gone
32:38for the brain-rotted
32:39Gen Z young person
32:41chronically online
32:42needs to get offline.
32:43They've gone
32:43for the very relatable
32:45household decision maker,
32:47this Joe Bloggs mom
32:49that she's just like you
32:50and she needs a little help
32:52in this area.
32:52And I think that's really smart
32:54in that they're not
32:56pigeonholing themselves
32:56as this niche,
32:57this gimmick,
32:58this frivolous
32:59young person fad.
33:01They're really trying
33:02to mainstream-ify themselves
33:03with that household
33:05decision maker.
33:06The product itself,
33:08the point of it
33:09is that you put it
33:09far away from you.
33:10So you've got inbuilt
33:12in most phone
33:13operating systems now
33:14that you can say,
33:15don't let me use an app
33:16after one hour
33:17and then you can go
33:17five more minutes,
33:18yeah, give me five more minutes
33:19and you can keep going with it.
33:20So it's that your mental load
33:23in tapping
33:23and making that decision
33:24is what helps people
33:26actually stick with the brick.
33:28But in the ad itself,
33:29that opening,
33:31it starts out pretty strong.
33:32The notifications
33:33swell up that anxiety.
33:34They make you feel like
33:35something really bad
33:36is going to happen.
33:37And then I thought
33:38that it was a countdown timer
33:39not a count-up timer
33:40and she was counting down
33:41the time with her baby
33:43because I didn't know
33:44what the brick did.
33:46I didn't know
33:46if it counted up or down.
33:47So I was like,
33:47oh, she can't wait
33:48till this is over.
33:49But I think
33:50that it's probably
33:51a good start
33:52but it is still
33:53a status symbol.
33:54It is not a cheap thing.
33:55I paid for not a brick
33:57but something similar once
33:59for a year
34:00to stop me
34:01from using Instagram
34:02and then just logged in
34:02on my laptop
34:04because it wasn't connected.
34:05So people will find
34:06their ways around it
34:07and we do have some problems
34:09that we probably need to solve.
34:10It's a great product.
34:11It's a great innovation.
34:12Clearly it works.
34:13But they don't really
34:15give us a proposition
34:15and support the proposition.
34:16It's odd for me.
34:18Well, they do though, Russell.
34:19They're playing off guilt.
34:21They're basically saying
34:22you do not spend enough time
34:23with your family or your kids.
34:24This device will help you do that.
34:25It's implied, really.
34:27You're right.
34:28That's the storyline.
34:29But I do think
34:30in advertising,
34:31I do think you need
34:32to lead with your chin.
34:33You need to be very clear
34:34about what this thing's all about.
34:35I think if you were being kinder
34:36at saying everything else can wait,
34:38nothing's actually that urgent
34:39and your life will continue on
34:41if you don't join it.
34:41I think if you were being kinder
34:42you'd say it's a fucking waste of money.
34:44LAUGHTER
34:50Brick promises to cut out
34:52unnecessary distractions
34:53and when distractions are removed
34:55you can notice things
34:56you've never seen before
34:57like how in the Brick ad
34:58there's one baby here with Mum
35:00and all of a sudden
35:01a second baby down here.
35:03And it gets even stranger.
35:05We've uncovered the important messages
35:06that Mum missed
35:07from her other, other child.
35:10Hey Mum, where are you?
35:12You said you'd pick me up.
35:14I guess I'll walk home.
35:16I found a dog.
35:17Can we keep it?
35:18If a dog bites you
35:19do you turn into a dog?
35:20How long should dog bites bleed?
35:22I'm out front.
35:23Can you let me in?
35:24Mum?
35:25Mum?
35:26Mum?
35:27Mum?
35:29Mum?
35:29Mum?
35:30Mum?
35:30Mum?
35:31Mum?
35:31Mum?
35:35Mum?
35:36Please take our panel
35:36Russell, Renata, Liana
35:38and Tom.
35:42We'll leave you
35:43with another Mother's Day
35:44message delivered
35:45by Amazon.
35:47We treat our staff
35:48like family
35:49so this year
35:50treat your family
35:51like we treat our staff.
35:53Spend less on Mum
35:54while our monitoring systems
35:56make sure Mum
35:56spends less time resting.
35:58Remember how Mum
35:59always made you wear a jumper?
36:01We'll make her wear
36:02an ankle monitor.
36:03And remember how Mum
36:04toilet trained you?
36:06We'll do the same for her.
36:08Back to work Mum.
36:09Amazon.
36:10Where the woman
36:11who delivered you
36:12is now delivering for us.
36:13and having more
36:13friends.
36:14For more
36:15thanks to the
36:17lion
36:17You
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